MANILA – A “dead whale” in Naic, Cavite won two top awards in the 2018 Cannes Lions International Festival in France.
A project by Greenpeace Philippines and its creative partner Dentsu Jayme Syfu, the 73-foot long art installation bagged gold and silver lions for outdoor and design, respectively.
Its entire body was made and full of plastic, from bags and sachets to bottles and other containers.
“The plastic pollution issue has gotten out of hand, and the ‘dead whale’ clearly illustrated the crisis we have put our planet and our people in. The scourge of plastic pollution is undeniable, and is already taking a toll not just on our environment and food, but the overall welfare of Filipinos,” Vince Cinches, oceans campaigner for Greenpeace Philippines, said in a statement.
“It’s time for the national government to stop dragging its feet in addressing this problem and for big fast-moving consumer goods corporations to stop spewing excuses for their single-use plastic production,” he added.
The lead creator of the “dead whale,” Biboy Royong, for his part said: “Plastic pollution is one of the most obvious problems that we see but most of us don’t even bother to do something about it. This honor is very important to the campaign because the more recognition it gets, the more people will get the message.”
The “dead whale” first captured global attention when it was launched on May 11 last year, during the meeting of the ASEAN Working Group on Coastal and Marine Environment in Manila.
Quiver’s Graham Budd reports from a hackathon that showed how creatively doing good can pay off with voice assistants.
By Graham Budd
Forty-eight hours. Seven teams. One Amazon Echo.
This was the challenge presented to the seven agencies that participated in the first “Change for Good” hackathon at this year’s Cannes Lions; use the Amazon Alexa platform to come up with an idea that helps advocacy group Global Citizen affect real and meaningful change. Teams had to ideate, create a working demo and pitch to a star-studded panel of judges (such as Gary Vaynerchuk, self proclaimed as “bullish on voice”) under high stakes: Global Citizen would work with the winning team and leveraging the winning concept.
The standout pitch and hackathon winner was Dentsu’s “Walk with Me,” which uses Alexa as an “AI bodyguard.” Always listening from a user’s phone when engaged, it can help suggest safer routes home based on data of all users, call authorities and turn on both of the phone’s cameras at the first signs of trouble. Of all the approaches, “Walk with Me” exemplified using the strengths of voice technology in a way that could immediately and tangibly benefit individuals – particularly their safety, a contrast to many of the other approaches with arguably less direct benefits. Further, the scalability and application to many other cities and markets across the globe was self-evident – it had true application throughout the cities of the world for anyone walking alone, making it stand-out in its potential for greatest global impact.
CANNES – With a Gold Lion for Outdoor Lions and a Silver Lion for Design Lions at the 65th Cannes Lions International Festival of Creativity, Dentsu Jayme Syfu’s ‘Dead Whale’ showed there’s life yet in this “dead” mammal. These are just the latest in several honors that the campaign for Greenpeace Philippines has garnered both in the Philippines and in international advertising competitions.
Earlier this month at the Asia-Pacific Tambuli Awards 2018, ‘Dead Whale’ won a Grand Prix for Outdoor, Media & Digital cluster. The same campaign won Gold in Best Brand Idea for Good, Creative cluster; Craft, Creative cluster; and Care for the Environment, Humanity & Culture cluster or a total of three Golds.
At the New York Advertising Festivals last month, the campaign earned Third Prize in Best Use of Media: Public Service Outdoor. Dentsu Jayme Syfu also won Third Prize as well for Public Service Announcements/Communications: Activations and Engagement in Environmental Issues for the same campaign.
Also in May, at The One Club’s 45th annual One Show, ‘Dead Whale’ was a two-time “Merit Award” winner in the Design category for Outdoor Spaces, and in the Direct Marketing category for Experiential and Installations.
At the APAC Effie Awards held to honor the region’s most outstanding marketing communication works that have proven results in meeting strategic objectives in April, Dentsu Jayme Syfu didn’t go home empty-handed as ‘Dead Whale’ won a Bronze.
Dentsu Jayme Syfu managed to bag three Golds at the adobo Design Awards Asia this past April for ‘Dead Whale’ under the categories Environmental/Spatial, Outdoor, and Production Design. It also won one of the awards night’s top honors, Best in Show – For Good.
Over in Pattaya, Thailand at the 21st edition of ADFEST, ‘Dead Whale’ earned a Gold Media Lotus and an Effectiveness Lotus. It also won a Gold in Outdoor: Guerilla Marketing, Gold in Outdoor: Ambient – Large Scale, Gold in Direct: Best Use of Direct Ambient, and a Silver in Design Lotus: Exhibitions, Events & Public Environment.
In New York’s AME Awards, Dentsu Jayme Syfu was given Best of Show, Green Award, and Platinum Award APAC for the Greenpeace Philippines campaign.
During the culminating activity of Ad Summit Pilipinas 2018, the prestigious Kidlat Awards, ‘Dead Whale’ won one of the only two Golds handed out, in the Outdoor category.
Last September, the Spikes Asia Festival of Creativity handed a Gold Spike in Media to Dentsu Jayme Syfu on top of a Silver Spike for Outdoor, a Silver Spike for PR, a Bronze Spike in Direct, and a Bronze Spike for Design.
These honors all came after the dead “whale” was found beached at the Sea Side Beach Resort in Naic, Cavite on the morning of May 11, 2017. A year onward and “the whale” hasn’t slowed down in snagging trophy after trophy for Dentsu Jayme Syfu.
“First, we’d like to thank our client, Greenpeace, for giving us the opportunity to come up with this idea and bring it to life,” notes Dentsu Jayme Syfu Chairmom and Chief Creative Officer Merlee Jayme. “Second, this Gold Lion is a great way to make Filipinos aware of the serious problem of plastics polluting our seas. The fact that our country is the third highest contributor of plastic waste in the world should not be taken lightly. It’s time for us to take action.”
In main photo are Dentsu Jayme Syfu Creative Director and lead creative for ‘Dead Whale’ Biboy Royong together with Dentsu Jayme Syfu Chairmom and Chief Creative Officer Merlee Jayme receiving their Gold Lion for Outdoor.
CANNES – Dentsu’s “Walk with Me,” which uses Amazon Alexa as an “AI bodyguard,” was declared the most standout pitch and winner in the two-day “Change for Good” Hackathon, held live on June 19 to 20 at the 65th Cannes Lions International Festival of Creativity. The announcement of the winner was held on the Interactive Stage inside Lions Innovation (Palais II), Wednesday, June 20.
“Walk with Me” exemplified using the strengths of voice technology in a way that could immediately and tangibly benefit individuals – particularly their safety, a contrast to many of the other approaches with arguably less direct benefits. Always listening from a user’s phone when engaged, “Walk with Me” can help suggest safer routes home based on data of all users, call authorities and turn on both phone’s cameras at the first signs of trouble. Further, the scalability and application to many other cities and markets across the globe was self-evident – it had true application throughout the cities of the world for anyone walking alone, making it stand-out in its potential for greatest global impact.
Dentsu’s winning team was composed of Nikki Golez, JR Ignacio, Bot Vidanes and Biboy Royong of Dentsu Jayme Syfu (DJS) Philippines; and Aya Hamada of Dentsu Tokyo. “Team Dentsu’s winning idea is a brilliant example of insight + innovation. And with this win the world took notice of how great our guys are,” Merlee Jayme, DJS Chairmom and Chief Creative Officer said.
The twenty-four “Change for Good” Hackathon was a joint project of Amazon, Huge and international advocacy platform Global Citizen and Cannes Lions. Invited teams from across the globe joined forces and imagined and built solutions that will further six Global Citizen campaigns, including: No Poverty, Food & Hunger, Health, Education, Gender Equality, and Clean Water & Sanitation.
Seven (7) cross-disciplinary teams, which included Dentsu, a crew from Canada, Mobiquity, Grey, 360i, McCann, and Xandra USA presented strong creative, strategy and technology representation to a star-studded panel of judges that included author Gary Vaynerchuk. And as an investment in the future of the festival and in the next generation of leaders, each team included at least one member under 30 in the five-person team.
Teams selected to participate in the Hackathon benefitted from: A complete Festival pass to enjoy all that the Festival offers; hands-on mentorship from some of the world’s most prominent industry leaders and change influencers; on-the-ground solution architects from Amazon Web Services and Amazon Alexa were made available to make ideas a reality.
The winning team will have the opportunity to work with Global Citizen, Amazon Web Services, Amazon Alexa and Huge to launch and promote their solution.
MANILA – Dentsu Jayme Syfu (DJS) will actively participate in the Cannes Lions International Festival of Creativity, the world’s biggest festival and awards for the creative and marketing communications, entertainment, design, and tech industries, which will run this year from June 18-22.
Merlee Jayme, Chairmom and CCO, will serve as a mentor at the DAN-sponsored “Cannes Lions Young Marketers Academy.” Dentsu Aegis Network is partnering with Jim Stengel to deliver a “Craft Matters Creative Hack” at the festival.
The five-day workshop will take place during the festival and is open to 30 professional marketers, 30 years or under. It is an unrivalled opportunity for the participants to learn from the Chief Marketing Officers (CMOs) of the world’s biggest brands, creatives from the Dentsu Aegis Network and the presentations from world’s biggest tech companies – Google, Facebook and TenCent.
Biboy Royong, Creative Director, and the lead creative for the multi award-winning DEAD WHALE advocacy campaign for Greenpeace Philippines, will be attending as a delegate.
Nikki Golez, Creative Director, JR Ignacio, Chief Technologist, and Benci Vidanes, Art Director, will be joining Biboy in Cannes after being shortlisted as one of the teams to participate in the “Change for Good Hackathon” that Amazon will be organizing at Cannes. They were chosen as one of seven teams “to join forces and imagine and build solutions that will further six Global Citizen campaigns, including: No Poverty, Food & Hunger, Health, Education, Gender Equality, and Clean Water & Sanitation”.
DJS resident and University of Asia & Pacific M.A. IMC graduate, Katrina Olan, will represent the country in the “Cannes Lions Roger Hatchuel Academy.” It is a five-day international training course for selected marketing communications students across the globe designed to equip them with the knowledge they need to secure a role within the competitive creative industry post-graduation. Katrina Olan will be joining DJS in September as copywriter.
The Cannes Lions International Festival of Creativity was established in 1954 and is now on its 65th year. Dentsu Jayme Syfu is a Dentsu Aegis Network branded creative agency.
In main image are Art Director Benci Vidanes, Creative Director Biboy Royong, Chief Technologist JR Ignacio, Chairmom and Chief Creative Officer Merlee Jayme, and Creative Director Nikki Golez.
Six Grand Prix awards were given by Overall Executive Jury for the Asia-Pacific Tambuli Awards. For Innovation, Creative cluster, the Grand Prix went to’Making Immunization Into a Tradition’ by McCann Worldgroup India for the Ministry of Public Health of Afghanistan. It also won a Silver in Health and Wellness, Humanity & Culture cluster.
Dentsu Jayme Syfu was awarded a Grand Prix in Outdoor, Media & Digital cluster, for client Greenpeace Philippines in the form of ‘Dead Whale.’ The same campaign won Gold in Best Brand Idea for Good, Creative cluster; Craft, Creative cluster; and Care for the Environment, Humanity & Culture cluster or a total of three Golds.
Dentsu Jayme Syfu Philippines mounted an installation of a 73-foot decomposing “Dead Whale” on the shores of one of the most polluted cities in the Philippines during the 2017 ASEAN Summit. The whale was created using plastic wastes collected from the ocean. The campaign results included over 100 million impressions internationally and it caught the attention of ASEAN leaders, which put Coastal and Marine Protection in the proposal for the next Summit.
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